Thomas Cook India takes on cultural stereotypes, asks people to #TravelToKnow
Campaign highlights personal experiences as fundamental to today’s ‘protagonist traveler’
Mumbai, April 5th 2017: Thomas Cook India has launched a new ad campaign to promote their travel packages to North East India. Their new campaign trends towards the third age of protagonist travelers. This is defined as the inquisitive explorer who personally experiences each travel breaking through all conventional stereotypes and becoming the hero of their story. The region, comprising of eight hilly states with an indigenous tribal population, has long been stereotyped as an ‘unsafe’ area, whose people are considered culturally different from the rest of India. The new campaign, comprising of two films, takes on the misconceptions and biases that Indians have about the North East and its people.
Thomas Cook Ad Film Credits:
Creative Agency: Law & Kenneth Saatchi & Saatchi
Creative Team: Rahul Nangia, Sreekumar PV, Pritam Shettigar, Clyde Galbao, Shahid Shaikh
Account Management: Debarjyo Nandi, Chandni Butta, Vinita Kotian
Agency Producer: Vijay Vigamal
Production House: Lightbox Films
Producers: Imran Khan, Junaid Herekar
Director: Rahul Nangia
DOP: Vasudeo Rane
Music: Reuel Benedict, Eggs Benedict Productions
Post-production: Splice Studioz
Offline Editor: Siddhesh Nagvekar
Online Editor: Niket Sharma, Mathews John Tharyil
Sound: Annu Poojary, Shankh studio
The two videos begin with a boy and a girl respectively, whose faces have been turned upside down. As the camera pulls out, we hear a voiceover as the visual turns back to normal. The films end with the line – ‘Turn what you know around’ and then introduces the travel package from Thomas Cook. The film instigates the today’s ‘Third Age of Travel’ ;it is the traveler him or herself who is the protagonist and looking, not merely to visit, but to participate in the scene. Silver Beaks perfectly reflects this era of the Protagonist Traveler who sees travel as a means to experience and learn about themselves.
The film has been conceptualized and created by Law & Kenneth Saatchi & Saatchi. The commercials, shot in the North Eastern state of Meghalaya, was produced by Lightbox Films and will be aired on television, cinema and digital media.
Speaking about the campaign, Mr. Abraham Alapatt, President & Group Head – Marketing, Service Quality, Financial Services & Innovation, Thomas Cook India said, “At Thomas Cook India, we have always been at the forefront in bringing fresh new and experiential destinations to our customers and India's North East is a case in point- with its spectacular vistas and enriching experiences. However, given that the North East is yet undiscovered by a large majority of our customers, we do come across barriers in the form of myths and misconceptions about the locale, its people and culture. Hence with this film, our intent is to break those barriers and generate strong positive interest- to bring the North East top of mind when our customers are planning their very next holiday."
Silver Breaks is yet another endeavor from Thomas Cook to continue its innovative and pioneering legacy in products and marketing. This is not only a great product, but a great service for those who really need the care and comfort while travelling alone or to unfamiliar places especially at an age when everything becomes a challenge. We have progressed considerably from the ‘First Age of Travel’ – from Homer’s Odyssey, to Cervantes’ Don Quixote – where the journey played centre stage. The Second Age was defined by the destination and emerged around the 18th century with the so-called aristocratic and literary ‘Grand Tour’ to Europe and beyond. In today’s ‘Third Age of Travel’ it is the traveler him or herself who is the protagonist and looking, not merely to visit, but to participate in the scene. Silver Beaks perfectly reflects this era of the Protagonist Traveler who sees travel as a means to experience and learn about themselves.”
“Despite having breathtaking natural beauty, the Himalaya n mountain ranges, hospitable people and a rich cultural heritage, North East India isn’t high on people’s minds when it comes to travel. There are a lot of stereotypes about the people there- about how they look, eat and dress. The best way to change your perception is to experience personally.” said Debarjyo Nandi, Senior Vice President, Law & Kenneth Saatchi & Saatchi.
Speaking about the TVC, Rahul Nangia, Jt. NCD, Law & Kenneth Saatchi & Saatchi said, “The film features real people from the North East. Neither of them are actors or artists. The idea was to capture them in a beautiful location in their state, as they invite people to get over their misconceptions and visit their home.”
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About Thomas Cook (India) Limited: Thomas Cook (India) Ltd (TCIL) is the leading integrated travel and travel related financial services company in the country offering a broad spectrum of services that include Foreign Exchange, Corporate Travel, MICE, Leisure Travel, Insurance, Visa & Passport services and E-Business. The company set up its first office in India in 1881.
TCIL’s footprint (exclusive of its subsidiaries) currently extends to over 264 locations (including 21 airport counters) in 103 cities across India, Mauritius & Sri Lanka and is supported by a strong partner network of 106 Gold Circle Partners and 112 Preferred Sales Agents in over 130 cities across India.
ICRA has retained the long-term rating of Thomas Cook (India) Limited’s non-convertible debenture programme at ‘ICRA AA/Stable’. CRISIL has assigned a long term rating of ‘CRISIL AA– / stable’ to the non-convertible debenture programme and long-term banking facilities, and a short-term rating of ‘CRISIL A1+’ to TCIL’s banking facilities. Further, ICRA has retained the rating of ‘ICRA AA– / Stable’ on the Company’s preference share programme.
Thomas Cook (India) Ltd has been voted as Favourite Outbound Tour Operator at the Outlook Traveller Awards 2015; Best Tour Operator- Outbound at the CNBC AWAAZ Travel Awards 2015, 2014 & 2013; Best Company providing Foreign Exchange at the CNBC AWAAZ Travel Awards 2015 & 2014; felicitated with The French Ambassador's Diamond Award for Exemplary Achievements in Visa Issuance 2015 & 2016; Condé Nast Traveller Readers' Travel Awards 2016 to 2011. Thomas Cook India’s Travel Quest was honoured at PATA Gold Awards 2015 and Thomas Cook India’s Centre of Learning has received IATA accreditation as Top 10 South Asia IATA Authorized Training Centers 2016, 2015, 2013 & 2012. For more information, please visit www.thomascook.in
Thomas Cook (India) Limited is promoted by Fairfax Financial Holdings Limited through its wholly-owned subsidiary, Fairbridge Capital (Mauritius) Limited and its controlled affiliates which holds 67.7%. Fairbridge is responsible for the execution of acquisition and investment opportunities in the Indian subcontinent on behalf of the Fairfax family of companies.
About Fairfax Financial Holdings Limited: Fairfax Financial Holdings Limited is a holding company which, through its subsidiaries, is engaged in property and casualty insurance and reinsurance and investment management. The company is headquartered in Toronto, Canada and has a global presence in insurance and reinsurance, including ICICI Lombard (India). The company, founded in 1985 by the present Chairman and Chief Executive Officer, Prem Watsa, has, over the past 30 years, demonstrated a strong and consistent financial track record. For the year ended December 31, 2015, the company increased book value per share at a compounded annual growth rate of 20.4% since its inception with a corresponding compounded annual increase in share price of 19.4%.
The company, through Thomas Cook (India) Ltd., owns 62.2% of Quess Corp Limited (formerly IKYA Human Capital Solutions Limited), a provider of integrated business services, and 100% of Sterling Holiday Resorts Limited (formerly Thomas Cook Insurance Services (India) Limited), a company engaged in time share and resort business.
About Quess Corp Limited: Quess Corp Limited (BSE: 539978, NSE: QUESS) is one of India’s leading integrated business services providers operating in four broad segments: Global Technology Solutions, People and Services, Integrated Facilities Management and Industrial Asset Management. Headquartered in Bengaluru, it has pan-India presence with 65 offices across 34 cities, as well as operations in North America, the Middle East and South East Asia. As of December 31, 2016, it employed over 158,000 employees. For further details on Quess Corp Ltd. please visit: http://www.quesscorp.com
About Sterling Holiday Resorts Limited: Sterling Holiday Resorts Limited, a leading holiday lifestyle company in India, was incorporated in 1986 with the vision of delivering great holiday experiences to Indian families. To achieve this vision, the company pioneered Vacation Ownership in India and set about building a network of leisure resorts at some of the best holiday destinations in India. Currently, Sterling Holidays has 27 resorts (1963 operational rooms) in 24 scenic holiday destinations in India.
In pursuance of the Order of Hon’ble High Court, Bombay, dated July 2, 2015 sanctioning the Composite Scheme of Arrangement and Amalgamation between Sterling Holiday Resorts (India) Limited (SHRIL) and Thomas Cook Insurance Services (India) Limited (TCISIL) and Thomas Cook (India) Limited (TCIL) and their respective shareholders and creditors (Scheme), the time share and resort business division and undertaking of SHRIL was Demerged into TCISIL and the residual business of SHRIL was Amalgamated with TCIL.
Post implementation of composite scheme, Sterling Holiday Resorts Limited (formerly Thomas Cook Insurance Services (India) Limited) continued the vacation ownership and resort business. In March 2016, Sterling acquired 100% stake in Nature Trails (an adventure holiday company) and this will add 93 rooms + Tents and Dorms [400 beds] to the total room inventory of Sterling. The company also has 17 additional sites where it plans to add new resorts in the coming years. For more information visit: www.sterlingholidays.com
About SOTC Travel Services Pvt Ltd (formerly Kuoni Travel (India) Pvt. Ltd) & Travel Circle International Services Limited (Formerly Kuoni Travel (China) Limited) : SOTC Travel Services Pvt Ltd (Formerly "Kuoni Travel (India) Pvt. Ltd.") is a step-down subsidiary of Fairfax Financial Holdings Group; held through two companies, its Indian listed subsidiary, Thomas Cook (India) Limited (TCIL) and TCIL's subsidiary Travel Corporation (India) Ltd. SOTC is a leading travel and tourism company active across various travel segments including Leisure Travel, Incentive Travel, Business Travel, Destination management Services and Distribution Visa Marketing Services.
TCIL through its step down Subsidiary Travel Circle International Limited (formerly Luxe Asia Travel (China) Limited ) held 100% stake in Travel Circle International Services Limited (formerly Kuoni Travel (China) Limited), which has an attractive business in the travel sector backed by a trusted brand name, and a stable and motivated professional management team. The company is a premium outbound travel operator in Hong Kong. The Company Travel Circle International Services Limited has been merged with Travel Circle International Limited w.e.f. Dec 13, 2016